72% das mulheres brasileiras ainda não investem. O principal motivo é a falta de dinheiro, mas não só. Até 1962, as mulheres casadas precisavam de autorização do marido para trabalhar fora, abrir conta no banco, viajar ou empreender. Este contexto, tão recente, contribuiu para que sejamos a primeira geração de mulheres que cresceu com chances reais de ser dona de suas decisões de finanças e de investimentos.
É interessante notar que, embora as diferenças no acesso a investimentos entre homens e mulheres ainda sejam significativas, as investidoras têm aberto caminhos consistentes, com resultados muito positivos.
Pesquisas apontam que as investidoras são menos impulsivas e mais disciplinadas. Elas poupam mais, adotam menos comportamentos de risco, são mais críticas, menos influenciáveis, e estudam mais antes de tomar suas decisões de investimento.
Elas são relacionais: pensam não apenas no retorno financeiro, mas também no impacto ambiental e social que seu dinheiro vai causar, uma vez que estiver aplicado. Grande parte do meu trabalho envolve ajudar as mulheres a se relacionarem melhor com o dinheiro, entendendo o que funciona para elas, para além de dicas e receitas prontas.
Após viver esse processo de autoconhecimento, é natural que a mulher passe a investir de maneira mais autônoma, consciente e bem-informada. A partir daí, o esforço para incorporar os aspectos ESG ao modo como investem acaba sendo um passo natural.
Após ter atendido centenas de mulheres que fazem parte do grupo de investidoras brasileiras, identifiquei 7 comportamentos que elas compartilham:
- Não subestimam o autoconhecimento como fator chave de sucesso.
- Tomam decisões de consumo conscientes e bem-informadas, comprando menos, e melhor.
- Não estão tentando se tornar profundas conhecedoras de investimentos. Estão procurando profissionais que sejam.
- Não são categóricas na hora de deixar suas carteiras mais sustentáveis. Será que é factível excluir uma empresa completamente da carteira?
- Para alguém que investe diretamente em ações, sim. Para alguém que investe via fundos, não tanto. A responsabilidade ao investir é um valor a ser incorporado no caminho, não um destino a ser alcançado. Elas estão confortáveis com a transição.
- Pararam de seguir influenciadores de finanças que fazem com que se sintam “atrasadas” ou sempre perdendo alguma oportunidade de investimento. Assim, têm tranquilidade para focar no comportamento número 7.
- Estão focadas no longo prazo. Raramente compram ou vendem aplicações sem recomendação expressa de um especialista. Priorizam o crescimento balanceado de suas carteiras.
Para elas, prosperidade individual não está acima da prosperidade compartilhada. Elas se interessam pelo impacto social de seus investimentos.
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